Having a notable presence across all digital channels is critical for any business in today's day and age.
Email marketing is a vital channel for lead nurturing and scoring sales.
The best part is that you get a positive ROI when you invest in email marketing. As per Litmus, you get $42 in return for every $1 you spend on email marketing.
When you know the type of email marketing strategy that works well for your business, you can:
We list five must-have email marketing campaigns that every business should utilize:
Welcome emails consist of introductory content that details the visitors about your brand, products, or services. You can align three to four welcome emails as part of your welcoming campaign and get to know your customers.
Welcome emails act as a catalyst to push your prospective customers down the sales funnel. Research done by Invespcro informs that welcome emails have a mind-boggling open rate of 50%. This is more than double the average open rate that sits somewhere around 15-25%.
Ensure that you're proactive and don't take too long to craft the welcome email series. Request the leads to follow you on social media, showcase your brand, ask about their birthdays, etc.
The concept of a win-back email marketing campaign is to re-engage with inactive subscribers. These campaigns are cost-effective as you don't have to invest in lead generation or nurturing.
According to Active Campaign, converting inactive subscribers back to active users is five times cheaper than acquiring a new customer. You can offer exclusive discounts, ask a few questions, or make them realize that they are important to you.
Pipeline a bunch of win-back emails for users who respond positively. Once you win them back, keep them engaged with your brand and send CTA-oriented emails to gain profits.
It's a win-win situation for you, so be creative with your content and don't hesitate to include humor or emotion in your emails.
Emails have a legitimate look and feel attached to them. When a customer performs any transaction on your website, you can send updates of their journey via a series of transactional emails.
Users anticipate transactional emails as they're an official confirmation of the action they performed on your website. As per Baker Good Child, only 4% of total receipts ignore transactional mail, the lowest ignore rate among all email types.
Many times, shoppers don't complete a purchase on your website. You can send them a "finish your purchase" email as an attempt to close out the transaction and make a sale.
Your consumers give you valuable insights on how to do email marketing for your particular audience. Give your subscribers the freedom to write their honest opinion about what they make of your brand – positive or negative.
Positive feedback validates your efforts, and negative ones give you direct pointers for improvement. You can roll-out quick surveys to all your subscribers or ask them to rate their experience with you.
Ensure that the survey is short and doesn't require a lot of user effort. Multiple check-box options work best in surveys, so you can implement this tried and tested customer survey strategy.
A newsletter is a regular mode of communication with your email subscribers. Email newsletters inform the audience about what's new in your business and how it's beneficial for them.
These emails keep the consumers in the loop regarding product updates, discount packages, upcoming sales, etc. You can nurture existing leads while also working on conversions through CTA-oriented newsletters.
A report by Content Marketing Institute informs that 32% of B2B marketers claim that email newsletters are the best way to nurture leads. Share visually appealing newsletters and see the results for yourself.
Each email marketing type comes with an array of unique advantages. When you send the right email at the appropriate time, you can reap the benefits of this cost-efficient marketing strategy.
Put these email marketing strategies to good use and inform the competitors about your dominance in the digital marketplace.
What should be the ideal budget for an email marketing campaign? Express your opinion in the comments section.
Anuja is the Co-founder and CEO of RedAlkemi Online Pvt. Ltd., a digital marketing agency helping clients with their end to end online presence. Anuja has 30 years of work experience as a successful entrepreneur and has co-founded several ventures since 1986. She and her team are passionate about helping SMEs achieve measurable online success for their business. Anuja holds a Bachelors degree in Advertising from the Government College of Fine Arts, Chandigarh, India.